The brief was to break through the clutter of predictable and traditional Chinese New Year advertising, and also to promote Carlsberg’s BMW 5-series giveaway.
"We wanted to create something that stands out from the usual yawn-fest of Chinese New Year messages, - togetherness, prosperity, blah, blah. So we mixed a bit of luck and some good old fashioned fun, and there you have it...a giant bunny ushering in some Carlsberg good fortune." said Kevin Pereira, ECD, Euro RSCG Singapore.
The TVC is part of the 360-degree campaign Euro RSCG Singapore has created for Carlsberg Singapore, which includes out-of-home, print, TV and digital components.
Credits:
Project Feeling lucky?
Client Carlsberg Singapore
Creative agency Euro RSCG Singapore
Media agency OMD
Executive creative director Kevin Pereira
Associate creative directors Scott Isaac & Eddie Wong
Production manager Michelle Tan
Account Ariel Lee
Director Yee Chang Kang (The Shooting Gallery)
Post production Infinite Frameworks
Exposure TV, outdoor, print
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